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Smirnoff Experience gives a taste of 'real fun'

Conceptualised by McCann, Smirnoff Experience's 'unfakeit' campaign urges people to shed the superficiality and break the rules to experience 'unpretentious and real fun'

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Smirnoff Experience gives a taste of 'real fun'

Smirnoff Experience gives a taste of 'real fun'

Conceptualised by McCann, Smirnoff Experience's 'unfakeit' campaign urges people to shed the superficiality and break the rules to experience 'unpretentious and real fun'

BestMediaInfo Bureau | Delhi | November 18, 2014

Click on the image to watch the TVC. Click on the image to watch the TVC.

Smirnoff Experience, India's music festival that combines music, visual arts and technology, has launched its latest campaign with a brand new philosophy 'unfakeit'. This is a call out by the brand for igniting unpretentious fun times, as 'real fun happens when we are real, not faking it'. This campaign is being kick-started with a TVC, created by McCann which is based on the insight that 'life is best, when stripped of rules and trying too hard'.

The TVC opens with four young men and women entering a real party where they see other people enjoying superficially. Suddenly, they get drenched and discover that real fun can be far more enjoyable when it is sans any pretence and without the pressures of people judging. The film seeks to defy the recent norms of superficiality and encourages viewers to get rid of the pretence and be real to have a good time. The philosophy of 'unfakeit' stands for a culture that thrives on being real for the most fun to happen anytime.

Bhavesh Somaya, Director of Marketing and Innovation, Diageo India, said, “With 'unfakeit', we want to challenge the current norms of partying that constantly focus on looking a certain way and doing what everyone else is doing. Smirnoff exists to ignite effortless fun times and the campaign is a strong call for being real to have effortless fun at every party. We hope to become a catalyst for a cultural shift through our philosophy of 'unfakeit' that will come alive in our new TVC and all our communication going forward.”

Here's what the creators of the ad, the McCann team, said, "In a world of selfies, likes and pokes, one really wonders how social a social network is. We live in a world where broadcasting your life seems to take precedence over living a life. The film is an attempt to capture the spirit of real fun, real parties and enjoying life by dropping the mask."

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: McCann Mumbai

Client: Diageo India

National Creative Director: Puneet Kapoor

Director: Julian Acosta

Media Planning: Mindshare

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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